CHAGEE, the popular milk tea chain, is facing mounting backlash in both Malaysia and Vietnam after its mobile app featured a controversial nine-dash line map. This map, which represents China’s disputed territorial claims in the South China Sea, has sparked outrage, with critics accusing the brand of promoting “soft propaganda.”
The controversy ignited when CHAGEE launched an in-app promotion ahead of its opening in Ho Chi Minh City, encouraging users to download the app for free drinks. Customers soon discovered the map embedded within the app, leading to a storm of criticism on social media.
In Vietnam, CHAGEE quickly removed advertisements and branding from its upcoming store following a surge of negative reactions. However, construction continued as planned. By mid-March, the brand’s Facebook page in Vietnam had accumulated tens of thousands of angry reactions and critical comments.
The issue spread to Malaysia as well, where Vietnamese social media users shared screenshots of the controversial map on CHAGEE Malaysia’s Facebook page. Local users voiced their anger, accusing the brand of political missteps and demanding government intervention. In response to the outcry, the brand removed the map from the app and replaced it with a neutral blue design featuring floral elements.
This incident is not the first time CHAGEE has faced criticism in the region. Previously, the brand was criticized in Malaysia for its “Tear & Win” campaign, where an employee was found hiding prize cups behind the store. CHAGEE issued an apology, emphasizing that the employee’s actions did not meet the brand’s standards.
The controversy over the nine-dash line map is part of a broader regional tension, as the map continues to stir controversy across Southeast Asia. Similar incidents have occurred with the 2019 film “Abominable” and the “Barbie” movie, both of which were banned in several Southeast Asian countries for depicting the contentious map.
As of now, CHAGEE Malaysia has not publicly addressed the issue, continuing its promotional efforts with Raya-themed products while the backlash persists.
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